Abstract

This study aim to analyze the influence of the brand itself (brand characteristic),
the manufacturer of the brand (company characteristic) and consumers
(consumer-brand characteristic) of the brand loyalty of customers Starbucks
Coffee in Semarang. The sample used in the study by 60 respondents. In this study
the way of sampling using accidental sampling is sampling that is done by giving
questionnaires to be filled to consumers who buy at Starbucks Coffee in the city of
Semarang during the study period. The collected data were analyzed using
Pearson Correlation to test the validity of question items, Cronbach’s Alpha to
test the reliability of the instrument, multiple regression analysis, to test the
magnitude of the effect of independent variables were tested by t test to test and
prove the effect of partially each independent variable.
The results of this study indicate that all variables be it’s own brand
(brand characteristic), the manufacturer of the brand (company characteristic)
and consumers (consumer-brand characteristic) has positive and significant
impact on interest in college, while for the study of each independent variable,
also to influence a positive and significant impact on customer brand loyalty
variables Starbuck Coffee in Semarang.
The conclusion of this study are each independent variable was whether
the brand itself (brand characteristic), the manufacturer of the brand (company
characteristic) and consumer (consumer-brand characteristic) has a positive and
significant impact on brand loyalty variables. Suggestions can be found to
progress in the future, are as follows: (1). The result may provide information to
the company as a contribution to thought and consideration in addressing issues
relating to the Trust in a Brand in Brand Loyalty influence. (2). For other
researchers who want to examine the Trust in a Brand, is expected to take the
other independent variables outside of this study that affect the Trust in a brand
such as variable customer satisfaction.